Desperate NY Times Starts Selling Ads On Front Page
NEW YORK - The New York Times, facing falling ad revenue, Monday began to run graphical advertising on its front page.
Graphical advertising, known as display ads, on the main front can command even greater prices, given the visibility.
“This high-impact placement represents an exciting new opportunity for our advertisers,” said Denise Warren, chief advertising officer for The New York Times Media Group.
Front-page ads were unthinkable just a year ago.
Revenue at the Times’ news media properties, which include print and online operations at the Times, the Herald Tribune, The Boston Globe and other publications, dropped nearly 22 percent in November from the previous year.
CBS Corp. was the Times’ debut front-page advertiser. Its rectangular ad is about 2 1/2 inches high and runs across the entire bottom of the front page.
Times spokeswoman Diane McNulty would not disclose prices, other than to say “there is a premium on these ads over what runs inside.” Advertisers also must commit to multiple days. How often the Times carries a front-page ad will depend on what it can sell.
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